Columnists

The Smart Lab: 5 Marketing Mistakes to Avoid This Holiday Season

ColumnistsNov 10, 2021

The Smart Lab: 5 Marketing Mistakes to Avoid This Holiday Season

Jewelers need to check their marketing plans twice to ensure they’re not making any of these errors, Emmanuel Raheb writes.

2021_Emmanuel-Raheb.jpg
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Every jeweler knows the busiest time of year is the holiday season, the period from November to January when consumers are celebrating engagements and shopping for gifts for loved ones.

This is your prime selling season, and you’ll want to maximize your efforts to get the most out of every marketing dollar.

According to recent studies, online shopping represents between 18 and 20 percent of all retail sales globally and this number is only expected to grow.   

Whether you’re actively selling online or using digital marketing to drive foot traffic into your jewelry store, you’ll want to avoid these five holiday marketing mistakes.

1. Not investing enough in paid advertising
Digital marketing can produce fantastic organic results to reach your audience. But remember, you’re dependent on Google and Facebook’s algorithms to make things “go viral.” The only way to guarantee that someone sees your content is to pay for it.

One of the best ways to invest in your paid advertising is to create a custom audience based on your Facebook followers.

You can also use the demographics and profile data of your existing customer base to go after people who are similar to your current customers. Like birds of a feather, jewelry buyers tend to flock together in the same social groups. Custom audiences enable you to reach customers who are receptive to the styles and brands that your jewelry store carries.

Another good method of paid advertising is to target previous website visitors and segment them based on user behavior. 

Anyone who added a product to your shopping cart is a prime target to go after. With a remarketing ad you can remind and encourage these reluctant buyers to come back to your site to complete the sale. 

There is a return on investment you can immediately see, and this type of ad easily pays for itself.

2. No marketing plan going into the holiday season
You should have mapped out your holiday marketing strategy back in the summertime. It takes time to coordinate all the pieces to create successful campaigns. You need marketing assets such as text, images and video. You also need to know which styles to feature and what format your ads will be. 

If you haven’t yet, stop now and take time to plan your marketing until the end of the year.  There are still things you can accomplish if you make the holidays a priority at your jewelry store.

If you don’t have the resources now, then shift your focus to New Year’s.  Start next year off on the right foot which will help carry you throughout the year.

3. No special holiday offers
Part of what makes the holidays so special are all the great deals everyone has. Promotions are no longer an option; consumers expect them. 

Offers are what draw people to your website or jewelry store. You need something to promote that stops them dead in their tracks and makes them want to know more.  

People have a lot of options to choose from, not only from competing jewelry stores but also with other categories. Jewelry often competes with electronics, fashion handbags, and, this year again to an extent, “experiences,” such as spa treatments, vacations, etc. 

A good holiday offer can mean the difference between someone buying jewelry or giving serious consideration to another gift.

 Related stories will be right here … 

4. Not optimizing your site for mobile
Think of the last time you needed to visit a website. Did you use your desktop computer, or did you simply reach into your pocket and pull out your phone? 

User behavior has changed. The whole world is now at your fingertips with unlimited knowledge and jewelry styles to choose from. 

E-commerce sales are expected to be more than 50 percent mobile driven in 2021, which is a first. 

Desktops aren’t going away entirely but they’re just not how many people shop online anymore. The phone is now king!

5. Missing out on chances to up-sell or cross-sell your products
With every item you sell, you should use it as an opportunity to up-sell or cross-sell other products.  

When someone buys a necklace, why not suggest matching earrings?  

When someone buys a bracelet, why not encourage them to buy more and create their own jewelry stack? 

When someone buys a few items of the same style, why not encourage them to explore the full collection? This exposes more opportunities to make sales and increases the average order amount.

Remember, your best source of new orders are always your existing customers. 

First-time buyers are 27 percent likely to come back to your business, but second- or third-time buyers are 54 percent likely to return. There’s a familiarity there. Your customers already know, like and trust you! Use it to your advantage.

In conclusion, the holidays are your time to shine.  

Avoid these 5 marketing mistakes and improve your campaigns.

Analyze what worked in past years and vow to do things differently this year. And avoid a rushed and haphazard approach by taking time to truly understand your audience and outline what your marketing goals are.  

By making the holidays a priority in your jewelry business, your customers won’t be the only ones celebrating.

The Latest

Bulgari Celestial Mosaic spinel necklace
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

Jemma Wynne Forme Toggle Necklace
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ Necklace

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

Mark and Candy Udell
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime Achievement

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

De Beers marine mining vessel the SS Nujoma
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2

While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

Weekly QuizJul 25, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Francesca Villa Fantasia Collection The Crab Pendant, The Mermaid Pendant, Keep Dancing Seahorse Pendant, Keep Dancing Ladybug Pendant, Secret Dreams Pendant, The Puffer Fish Takes Flight Pendant
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio Characters

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

Breitling’s special Eagles Super Bowl watch on gold bracelet
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Stock image of crime scene tape
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

Silvia Furmanovich Kasmir Collection Carnelian Bracelet and Sketch
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern India

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

Bench jeweler holding a bracelet and a tool
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHo

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

LAFD Fire Station 44 and Fire Station 16
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

A Vanitas by Hannah Martin and Guy Berryman Sothebys
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s London

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

Cover of the book “Flawless: Inside the Largest Diamond Heist in History”
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix

“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.

NY Now
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in August

The wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.

Jeweler setting a diamond into a ring
MajorsJul 21, 2025
Rio Grande Expands Personalization Offerings

As demand for custom jewelry grows, the company is expanding its services to support retailers.

National Associate of Jewelry Appraisers Logo
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go Virtual

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

Jacquie Aiche graduated turquoise beaded necklace
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors

Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.

24th Gem Awards Show Logo
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Lewis Heyman
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement Plans

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

CCWW Designs Multiple Shell Charm Necklace
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm Necklace

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

The Plumb Club board members
MajorsJul 18, 2025
Plumb Club Elects New Board Members

The organization elected its youngest vice president as it looks to draw in fresh talent.

Jewelry industry veterans Brad Campbell and John Liebler
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

Silver, Gold, and Bronze Medals for Italy Olympic Winter Games
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes Unity

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

vimeo screenshot.png
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up!

Sponsored by The INSTORE Jewelry Show 2025

Guinness
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGov

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.

Gina Ferranti
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59

The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy